West Brom Building Society appoints two Birmingham agencies to lead new marketing push

One of the region’s largest building societies has appointed two leading Birmingham-based agencies to oversee its creative and strategic media activity for the remainder of 2026 and into 2027.

(l-r) Lucy Bennett, Rich Elwell (both One Black Bear), John Keane (BBJ&K), Kate Hartshorn (One Black Bear), Elizabeth Moore and Joe Alexander (both BBJ&K) | One Black Bear

placeholder image — (l-r) Lucy Bennett, Rich Elwell (both One Black Bear), John Keane (BBJ&K), Kate Hartshorn (One Black Bear), Elizabeth Moore and Joe Alexander (both BBJ&K) | One Black Bear

West Brom Building Society will work with One Black Bear to lead brand strategy and creative, while award-winning independent media agency BBJ&K spearheads media strategy, planning and buying across the programme.

The society will partner with both agencies to develop integrated campaigns designed to strengthen its brand, engage new audiences and support its continued growth.

"The West Brom is well known and well respected but faces increasing competition from fellow provincial societies, high street banks and now the 'neo banks',” said Kate Hartshorn, managing partner at One Black Bear.

“We want to help it carve out a much more defined presence and offering that attracts new savers while increasing mortgage business at the same time."

John Keane, media strategy director at BBJ&K, added: “We are incredibly proud to have been appointed by West Brom Building Society, a prominent Midlands brand with a strong heritage, clear ambitions and a genuine commitment to the communities it serves.

“Working alongside One Black Bear gives us an exciting opportunity to combine powerful creative thinking with insight-led media strategy. We are looking forward to reaching new audiences and delivering meaningful results during the last two months of 2026 and, importantly, into 2027.”

The West Brom is the UK’s eighth largest building society and is a leading provider of financial services.

Proudly independent, it is owned by and run for the benefit of its customers and, since its foundation in 1849, the fundamental principles have been, and remain, to offer people the opportunity to buy their own homes and save for the future.

Georgia d'Esterre, head of marketing at West Brom Building Society, concluded: "We're excited to be working with One Black Bear and BBJ&K as we take the next step in our marketing journey. Both agencies really understand our ambitions, our customers and the communities we serve.

“Together, we'll be building campaigns that help more people discover what makes West Brom different, while staying true to the values that have guided us for more than 175 years."